"Never Cold Call Again" by Frank Rumbauskas Jr.
In the bustling realm of sales, the age-old practice of cold calling has been a rite of passage for many a salesperson. However, Frank Rumbauskas Jr. challenges this deeply ingrained tradition in his eye-opening book."
Rumbauskas embarks on a journey to redefine the sales landscape. He vehemently argues against cold calling, labeling it as intrusive or interruption marketing, a relic of a bygone era. The author paints a vivid picture of the modern salesperson, shackled by the inefficacy of cold calling, which he likens to begging. This, he posits, severely caps one's earning potential and diminishes a salesperson's power and status.
He delves into the stark reality of time mismanagement, where a salesperson, ensnared in the cold calling web, squanders precious hours engaging non-prospects. The numbers game, he asserts, is a futile endeavor, yielding a meager return on a colossal investment of time and effort.
Ever felt that cold calling diminishes your power and status?
It's like you're begging, which not only limits your earning potential but also offers no leverage. Think about it: does the timing of cold calls really work in your favor? Spending precious hours with non-prospects, only to have those cold calls vanish in an instant, never to make contact again. Imagine making 40 cold calls a day, totaling 800 in a month, and only securing 10 sales. To achieve the same results next month, you'd need to make another 800 calls. Sounds exhausting, doesn't it?
Here's a startling revelation: the author noticed that a whopping 80% of his time was consumed by cold calling, yet it contributed to a mere 10% of his sales. Remember, you're compensated for your sales, not the number of cold calls you make. And let's face it, most busy individuals simply don't entertain cold calls. While cold calls push selling, leveraging systems actually promotes buying. When you call, the customer automatically placed YOU in a position of need, which isn't ideal.
Some sales managers will push you to make more cold calls saying, "Increase your activity." But doing more of what's not working? That's sheer insanity.
It's crucial not to relinquish your power.
For instance, dress like those individuals others seek advice from, like lawyers. The author's confidence was once at rock bottom due to constant rejection. However, it soared when he began dressing more professionally.
And here's a tip: avoid appearing needy by immediately returning calls. It's always better to seem busy.
Never utter the words, "Whatever time is best for you."
Instead, return morning calls in the late afternoon and afternoon calls the next morning. And always remember to qualify prospects out. Your customers need you, positioning you as their equal or even superior.
Rumbauskas urges salespeople to don the hat of a business owner, a visionary focused on amplifying revenue, trimming expenses, and bolstering efficiency. He cautions against the pitfall of empty rapport building, advocating instead for a professional rapport rooted in a profound understanding of one's product and the client's business landscape.
Stay focused, under-promise, and always over-deliver.
If your quota is designed to be met in 8 hours a day and you're working 10-12, you're not working smart, are you?
Transitioning from the bleak outlook of traditional sales methods, Rumbauskas unveils the heart of his thesis - the 'pull strategy.' This modern-day sales mantra beckons clients to you, replacing the outdated 'push' strategy of chasing after clients.
He explores a treasure trove of modern marketing arsenals such as email marketing, direct mail, blogs, auto-responders, and networking. Each of these, he elucidates, serves as a conduit to reach a wider audience and unearth better-qualified leads.
Have you ever considered using flyers as your initial step in marketing? It's a simple yet effective strategy.
Have you noticed that for every 10 voicemails you leave, only one person replies?
But switch to email, and the response rate jumps to 5 out of 10. Not spamming. Picture this: a short, personalized email, perhaps mentioning, "I picked up your card when I was in your office today." It's personal touches like these that make all the difference. And don't stop at the initial email. Follow up! As salespeople, we remember every potential sale that didn't close, but do our prospects? Often, they forget the conversation in a mere two weeks. Consider using autoresponder systems, maybe once a month. Have you ever tried video email? It might fetch you a better response and serves as a fantastic medium for a 'thank you' message.
In the realm of direct mail, think beyond just flyers. Letters and postcards can be equally impactful. And your website? It's arguably the best tool for both buyers and sellers. But only if you harness its potential. Drive traffic with ads, but remember, SEO isn't a quick fix; it's a long game.
The author underscores the imperative of omnipresence in today's digital age. He propounds a compelling argument for harnessing contemporary technologies to cast a wide net, ensuring your message resonates with the right audience at the right time.
The key to sales longevity? Ongoing contact.
Even if a prospect doesn't have a current need, keep them in the loop. He thus underscores the essence of nurturing relationships with prospects, irrespective of their current needs. Offer a free newsletter packed with valuable information. Not only does it keep your name at the forefront of their minds, but it also sets you apart from the competition. You can maintain a warm connection, keeping your name etched in the minds of prospects. Over time, your list will grow. Make sure to mention this newsletter in all your marketing materials, business cards, and, of course, your website
Ever thought of hosting free seminars?
Start with a simple flyer inviting prospects to a complimentary luncheon. Choose a venue near a business park, ensuring easy access for attendees. As these seminars gain traction, you can scale up. In today's digital age, why not consider webinars or Google Hangouts? And when promoting, avoid generic statements like "lunch will be provided at no cost." Instead, entice them with "Indulge in the sumptuous creations of X Restaurant, on us!" Remember, it's all about the experience. And when it comes to the seminar itself, be prepared, engage your audience, and always end on a high note, ensuring they know they can reach out anytime.
He draws a clear demarcation between prospecting and selling, a distinction that serves as a linchpin for optimizing the sales process.
In this final leg of the journey, Rumbauskas offers a succinct overview of the sales process. He emphasizes a client-centric approach, urging salespeople to remain attuned to the primary needs of the client.
He extols the virtues of perpetual marketing, a relentless quest for referrals, and the construction of a robust system to keep clients abreast of your offerings. His mantra is clear - cease the over-selling if the client is already sold, and master the art of qualifying out to elevate your desirability.
I note the lack of empirical data backing Rumbauskas's claims against cold calling. The irony of advocating for a telesales person to cold call on your behalf, while condemning the practice, is also noted.
Despite these critiques, I think Rumbauskas has done us a service in challenging the status quo and propelling salespeople to rethink their sales strategy.
"Never Cold Call Again" emerges as a beacon for salespeople, small business owners, or entrepreneurs yearning to modernize their marketing strategies and transcend the cold calling quagmire. Rumbauskas's message is a call to adapt to the information age, embracing a multitude of marketing 'pull' strategies to magnetize clients towards you.
His book is not merely a critique of cold calling but a gateway to a new realm of sales possibilities. It's a compelling narrative urging salespeople to break free from the shackles of outdated sales tactics and soar into a new horizon of sales excellence.
The essence of Rumbauskas's message reverberates through the sales realm - the game of prospecting has metamorphosed, and mastering a multitude of marketing 'pull' strategies is the linchpin to thriving in today's competitive marketplace.
So, if you're on a quest to elevate your sales game, transcend the cold calling rut, and embrace a modern sales paradigm, "Never Cold Call Again" by Frank Rumbauskas Jr. is your compass to sales greatness. It's time to turn the page, delve into Rumbauskas's insights, and embark on a transformative sales odyssey.